Excerpt from: Don't Waste Money on Google Adwords
To improve your website for Google AdWords, make sure you adhere to proper SEO techniques for all your landing pages, lay out your website in an aesthetically pleasing and easy-to-navigate manner, and prominently display your call to action on each page.
To be successful in Google AdWords, you need to maintain a high quality score for your keywords. Keyword quality score is based upon how relevant your keywords are to your ads and your website landing page, or destination URL. Therefore, you’ll want to make sure you lay out your website using proper SEO techniques so that your landing page contains all the keywords relevant to your Google ad campaign. Making your site better for Google AdWords not only means higher keyword quality scores, it also means your ads will run more often and cost less.
Next, make sure your website is laid out nicely so that it makes your visitors comfortable to review your content and buy from you. And also make sure it's easy to navigate so that they can get what they need and quickly convert. A big part of website layout is prominently displaying your call to action so that your visitors know how to do exactly what you want them to do. Commands to "Buy Now," "Order Here," and "Contact Us for a Quote" should be prominently displayed.
To learn more about all the important techniques you need to implement on your website for a successful Google AdWords campaign, read Don't Waste Money on Google AdWords.